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The ask: HBO approached us to create some digital content in order to hype up its new show, Vice Principals, a new dark comedy starring Danny McBride and Walton Goggins. The premise of the show is about two Vice Principals, Neal Gamby and Lee Russell, who are fighting for the school principal position at their high school.
Concept: We decided to come up with two content ideas for these characters that focused on demanding respect for their current role as Vice Principals since they were probably upset that principals get more respect and attention.
The first idea was to create a series of letters listing their demands for respect as well as the establishing a new holiday for vice principals called Vice Principals Appreciation Month. These were to be a clarion call for organizations who could help and targeted also to groups of people who were marginalized and disrespected, such as Juggalos. The client paced these letters out on their Facebook and Twitter platforms.
The second idea was to release 10 Reasons to appreciate vice principals. These were inspired by Buzzfeed listicles but had a ridiculous feel to them. We captured the tone of the characters and brought their dark humor to our fans in small increments.
Client: HBO
Agency: TVGla
Role: Senior Copywriter
Delivered on: Concepts, copy, creative direction